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Article: TRUSTED BRANDS SURVEY: CASE STUDY - Cadbury.
- Article from:
- Marketing Week
- Article date:
- March 26, 2009
CopyrightCOPYRIGHT 2009 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Cadbury reigns over the UK chocolate market in consumers' eyes. The brand - with its distinctive purple packaging, a shade once historically reserved for monarchs - is the most trusted chocolate producer, according to public opinion.
In the three years that Reader's Digest has included chocolate as a category, Cadbury has increased its lead each year. While its Green & Black's organic brand is also perceived to be high quality, no other chocolate comes close to the parent Cadbury brand in terms of trust.
It enjoys a winning margin of 53% and dominates its category more than any other winning brand. Even a widely publicised salmonella scare in 2006 ...